Market Research and Plan market research Assessment

Task 1: Case study - D.A. Garden Supplies part 1

Assessment description - For this assessment you are required to apply your ability, knowledge and skills in identifying market research needs to a following case study. You will also need to explain how market research can contribute the operations of the organisation and draft initial research objectives.

Procedure/Instructions

1. Read the case study.

2. Prepare a proposal for D.A. Garden Supplies that addresses the following.

a. What market research is and its role in identifying and resolving the current issue?

b. How market research can contribute to the success of the D.A. Garden Supplies?

c. What are the research needs of D.A. Garden Supplies?

d. Draft research objectives.

3. Your proposal should also include

a. A statement of the market research needs for D.A. Garden supplies, based on an analysis of D.A. Garden Supplies' financial and performance records.

b. Information on the consultation process that will be required to progress to the next stage, scoping the project.

c. Details of any industry individuals or external bodies you consulted in determining these research needs.

Submission Specifications - You must provide: A market research project proposal that addresses all the points listed in the procedure.

Case study -

David and his wife, Alison, have been in the garden supply and nursery business for the last 13 years. David supervises the nursery and garden supply part of the business, while Alison does the administration and bookkeeping and oversees the landscaping projects. Their employees comprise two full-time gardeners, a part-time landscaping consultant and two part-time cashiers. The trading hours are as follows:

• Mon - Wed 9 am - 6 pm
• Thurs - Fri 9 am - 6 pm (9 am - 9 pm in summer)
• Saturday 8 am - 6 pm
• Sunday 10 am - 6 pm

The business is located in a main road, opposite a small suburban shopping centre that includes a supermarket, department store, café and 12 specialty shops. About 2 kilometres down the road is a large Bunning's store.

The business has prospered over the years through a steady stream of customers who are happy with the quality and cost of the goods and services, and the professional advice. David has a good rapport with most of them, and takes a keen interest in making sure their gardens are properly maintained.

Five years ago David and Alison opened a small café inside the nursery. They now have two full-time staff and an additional part-time staff member who works over lunch-time and on weekends; although during the school holidays Alison's daughter also assists in the café. A new café opened for business 18 months ago around the corner, in a small strip of shops attached to a business park. This new operation is open Monday - Friday from 7am-3pm offering breakfast and lunch, specialising in gourmet food and beverages.

About three years ago, David and Alison decided to extend the café operations to include a larger lunch menu, more tables and extended the trading hours of the café so that it now opens at the same time, and closes one hour before, the nursery. The café offers takeaway food as well as sit-in dining and the menu includes a variety of beverages, made-to-order sandwiches, salads, gourmet pies/sausages rolls, quiches and savoury slices, chips/wedges, cakes and slices, ice creams and sorbets, a kids menu and soups and casseroles in winter.

The whole concept was a good one however their total business net profit has dropped steadily over the last two years, although gross revenue remains acceptable. They are at a loss to identify what has gone wrong and decide to seek help to redress the situation.

David and Alison seek advice from you. They brief you on the problem and you suggest they do marketing research as a first step on the road to establishing what the problem is.

You have been supplied with basic sales performance data for the last three years that shows the following:

• Nursery sales have dropped by 5% in the last two years. These sales of these products currently contribute 41% to overall profits.
• Garden Supplies sales have also dropped by 5%, although the last year saw an increase in drought proofing related products such as mulch. These products currently contribute 34% to overall profits.
• Landscaping project numbers have been flat; however, the size and profit on each project has grown slightly. This has meant a steady contribution to overall profits of 10%.
• Café trade has been steadily increasing for the last three years and as result profits from this have been growing at a rate of 2-3% per annum, currently contributing 15% to the overall profit of the business.

Task 2: Case study - D.A. Garden Supplies part 2

Assessment description - For this assessment you are required to apply your ability, knowledge and skills in defining market research objectives and identifying the data types and data gathering methods for planned research to a case study.

Using the DA Gardening Supplies Case Study from Assessment Task 1 and the feedback you received from your facilitator in relation to this assessment, you are to assume that you have been given approval to proceed with the research proposal and now need to draft a preliminary project scope. You will also need to describe the data gathering approaches you will be using.

Procedure/Instructions -

1. Re-read the case study in Assessment Task 1.

2. Review your proposal (Assessment Task 1) and the feedback you received from your facilitator.

3. Prepare a report that includes three sections as follows:

a. A preliminary project scope for D.A. Garden Supplies that, through consultation with relevant personnel:

i. identifies the human, financial and physical resources required and available

ii. identifies any external market research assistance that will be required

iii. describes possible research locations

iv. describes your planned research methodologies

v. explains the sample size and nature of your sample

vi. documents the time required and available.

b. Data Gathering Approaches:

i. Discuss the types of data required for this research noting what combinations of data will be best for this research.

ii. Identify and evaluate at least three suitable data gathering methods for this research project, describing why each of these methods was chosen.

iii. Identify the sources of the required data and explain why these were chosen.

iv. Quantify the required data, explaining your reason.

v. Identify and evaluate each of the four data processing methods and determine the most appropriate method/s for this research.

c. A final revision of the draft objectives:

i. Discuss the changes to the draft research objectives in the light of new information from the scoping.

Submission Specifications - You must provide:

A report that includes:

• a preliminary project scope addressing all points listed in the procedure.
• a discussion on data gathering approaches that address all points listed in the procedure.

Task 3: Plan market research project

Assessment description - For this assessment you are required to apply your ability, knowledge and skills in planning market research.

You will need to identify a market research need, define the research objectives, prepare a preliminary scope, define the data gathering approaches and prepare, and have approved, a market research plan for either your workplace or a suitable organisation.

Procedure/Instructions -

1. Identify an issue or problem at your workplace, or at a suitable organisation, in which market research could be used to identify a solution.

Note: If you are to use another business, you will need to obtain approval from your facilitator and the organisation owner (preferably in writing) before proceeding.

2. You will need to document the consultation process you use during this project, including details of:

• who you consulted, including their name and role
• when you consulted them and what the consultation related to (e.g. finalising the research needs, gaining approval to move from proposal to scope stage etc.)
• how the consultation was done (i.e. where, when and how).

3. Prepare a proposal for your proposed research that includes:

• an explanation of the identified issue/problem and what role market research can play in identifying the underlying causes and resolving it
• what the research needs of your workplace/organisation are based on an analysis of the organisation's enterprise planning and performance documentation.

4. Prepare a preliminary project scope for your research that:

• identifies the human, financial and physical resources required and available
• identifies any external market research assistance that will be required
• describes possible research locations
• describes your planned research methodologies
• explains the sample size and nature of your sample
• documents the time required and available.

5. Discuss your project scope with your manager / the organisation owner, document their feedback and use this to finalise your project scope.

6. Prepare a Market Research Plan for approval that includes:

• a description of the problem or issue to be addressed
• the research objectives
• the finalised project scope
• a description of the research methods and sources of data
• the types of data required to inform objectives
• combinations of types of data to best inform objectives
• identifying and evaluating suitable data gathering methods
• quantifying required data
• identifying and evaluating suitable data processing methods
• a feasibility report
• a detailed project plan including time lines, key milestones and cost estimates.

7. Have your research plan approved (in writing) by your manager/the organisation owner.

Submission Specifications - You must provide:

A market research plan that includes points listed in step 5 and 6 of the procedure and the following appendices:

• the proposal
• the preliminary project scope
• feedback received on the preliminary scope
• documentation regarding your consultations.